Designing and Branding for Local Textile Community Enterprises in Kanchanaburi Province to Support Digital Platforms Usage
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Abstract
This research aimed to investigate entrepreneurs and tourists’ brand needs, design the brand, evaluate the brand's effectiveness by experts, and assess entrepreneurs and tourists’ satisfaction. The study adopted a mixed-method research approach.The research target consisted of 11 groups of textile community enterprises in Kanchanaburi province and tourists who had previously purchased or used local textiles. The key informants included 4 textile enterprises from each of the 4 districts using purposive sampling selection, and the infinite tourists were sized based on Yamane's formula; the sample size included 385 participants for the needs survey and 120 participants for the satisfaction assessment, totalling 505 participants. The instruments consisted of 1) interview forms, 2) questionnaires, and 3) brand performance and satisfaction evaluation forms.Data from interview was analyzed descriptively, and data from the questionnaires was analyzed using descriptive statistics, including mean, percentage, and standard deviation. The criteria for evaluating brand effectiveness and satisfaction, included the brand name, logo design, typography, color scheme, and application. The research findings were as follows: 1) The branding needs of each enterprise were ranked as follows: Lao Khwan and Huai Krajao districts preferred a community-based brand name, Tha Muang district preferred to retain its original name, and Thung Samo district preferred the name of its founder. Tourists showed a high level of demand for brand names, with an average score of 4.18. 2) "Lao Khwan Woven Fabric" for Lao Khwan district, "Benjapilai" for Huai Krajao district, "Pha Khao Ma Areerat’s Hundred-Colored" for Tha Muang district, and "Taya" for Thung Samo district. 3) The overall brand effectiveness evaluation was at high levels, with average scores of 4.01, 4.12, 3.80, and 3.99, respectively. 4) Overall tourist satisfaction with the brand was at the highest level, with average scores of 4.74, 4.52, 4.57, and 4.60, respectively.
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